Conflict occurs naturally in all marketing related activities. When such conflict is handled well through proper negotiation, it helps solve problems and build stronger, deeper relationships between the negotiating parties. Nevertheless, many students feel uneasy about negotiating, yet they know it is a crucial skill that needs to be developed. This innovative exercise provides students an experiential learning opportunity to apply their selected negotiation approach in a role-play assessment activity. Furthermore, incorporating it into the course curriculum has consistently resulted in an increase in student satisfaction and perceived learning.